Chiến lược chiêu thị của Unilever

Unilever là một công ty đa quốc gia, được Anh và Hà Lan thành lập. Unilever là tập đoàn của Anh và Hà Lan chuyên sản xuất các mặt hàng tiêu dùng như mỹ phẩm, hóa chất giặt tẩy, kem đánh răng, dầu gội, thực phẩm... Đối thủ cạnh tranh chủ yếu của Unilever là hãng Procter Gamble, Nestlé, Kraft Foods, Mars Incorporated, Reckitt Benckiser và Henkel. Công ty này sở hữu nhiều công ty sản xuất hàng tiêu dùng, thực phẩm, sản phẩm giặt tẩy, mỹ phẩm của thế giới. Unilever sử dụng khoảng 180.000 nhân công2 và có doanh số gần 40 tỷ Euro hay hơn 62 tỷ Euro năm 2005. Unilever có hơn 400 nhãn hàng, trong số các sản phẩm nổi tiếng nhất có thể kể đến OMO, Surf, Lux, Dove, Knorr Comfort, Vaseline, Ponds, PS, Signal, Close Up, AXE, Rexona, Vim, Cif (Jif), Sunsilk, Sunlight,.. (Slide thuyết trình về Chiến lược chiêu thị của Công ty Unilever bằng Tiếng Anh)

CHAPTER 6: PROMOTION

OF UNILEVER

• Unilever is a global consortium of British and Dutch

• Typical brands of Unilever: Dove, Close-Up, Sunsilk,

Clear

• Unilever in Vietnam with 5 factories in Hanoi, Cu Chi, Thu Duc and Bien Hoa Industrial Zone

• 350 distributors and 150,000 retail outlets

• Growth: 35-40%, employing more than 2,000 employees

• Creat 5500 jobs

WHAT IS PROMOTION ?

Promotion-P4 is the efforts of enterprise to

inform, persuade, remind and encourage

customers to buy products as well as

understand about enterprise Thanks to

promotion, enterprise can sell more and

faster

THE ROLE OF PROMOTION

THREE MAJOR OBJECTIVES

OF PROMOTION

Notification, provide

information about the

product and its

benefits when the

customer does not

understand the

product

Convince customers that the benefits of the product

outweigh the cost so they decided to buy the company's

products

Create a good image and confidence in

products when customers don’t know anything about the

product and not entirely on the value

of the product

SIGNIFICANT ROLE OF PROMOTION

• Make a difference for the

product, market segment,

branding

• With these new products,

they may need information

about styles and features

• For the most commonly used products that need a reminder

to increase the reliability of multi-consumer

BENEFITS OF PROMOTION

• Build an image for the company

and products

• Give information about the

characteristics of the product

• Build awareness of the new

product

• Promote existing products

• Relocate the image or the

concept of the slow or saturated

• Promote other product purchases

• Prove the reasonableness of the price

• Build strong relationships with customers

• Provide good after sales service for customers

• Maintain brand loyalty

• Create advantage for the company from the competitors.

• Introduction of sales locations

DESIGN COMMUNICATION

CONTENT

• *Rationality: outstanding quality, economic, high-value…

• *Emotion: negative (tooth decay, bone thinning ) or

positive (proud, interesting…)

• *Spirit: Ford, Sony-always think of environment Pomina Steel-Dream house, Honda-Traffic safety

* Give an conclusion for

customers to thick and decide

CHANNELS OF INFORMATION

COMMUNICATION

• Direct communication to

customers

*Advocate channels: salesman

and target customers

* Expert channels: people with

professional knowledge

* Social channels: friends,

neighbor, brothers and sisters

• Indirect communication to customers

* Public media channel:

newpapers, radio, television, …

* Enviroment: school, agency, organization…

* Events: introduction, funding, the fair,…

SETUP PROMOTION BUDGET.

• Method according to the financial ability: According to reality, not considered as investment capital so it is not clearly determined and there is no identifiable strategy

• Method according to percentage revenue: Is part of the cost and often in the radio of turnover

• Setup a budget equivalent to competitors

• Method according to the objectives and missions.

PROMOTION

MIX DECISIONS

Personal selling

Sales Promotion

Sales Promotion

Direct marketing

Direct marketing

Public relation Public relation

• Concept: Advertising is using means of public media in

order to communicate good information or advantages of the product to customers To do this, enterprises have to spend a certain amount

THE TARGET OF

ADVERTISING

• Encourage customers to seek information about the product

• Create a link between the product and the needs

• Promote action purchased consumer products

• Remind consumers satisfaction in the past and continue

to motivate them to buy products

• Convince and changing consumer attitudes

The role of advertising

• The audiovisual media

• The print media

• The outdoor advertising medium

• Media mobile advertising

• Other advertising media

• Internet advertising : Ad-network, Search Marketing, Social Media Marketing, Buzz Marketing, Email Marketing

• Create opportunity for salesman

• Send messages to impact company’s image

• Inform and guide customers for the next purchase

Concept:

Using telephone, mail,

email and other tools

(not using human) to

contact and

communicate with

potential customers

PUBLIC

RELATION

Advertising  

Sales promotion

Public relation

Direct Sales

- Printing and

media

- Pano

- Packagin g

- Instructio

n leaflets and

- Icons, and logos

- Contests, lottery games

- Entertain ment

- Workshop

annual report

- Charity work

- Funding for the academic

or sports

- Magazine

- Sales presentat ion

- Sales conferenc e

- Program supporter s

- Sample

- Expositio n

Concept: using means

of public media to

inform good information

about the product or

enterprise